Europe Consumer Travel Report 2024: Major Markets Compared

Summary

Travel in the U.K., France, Germany, Italy, and Spain has increased over the past year. Booking decisions are often influenced by factors revolving around value and price. Social media use is also on the uptick when planning and searching for trip ideas. Looking ahead, most Europeans have a positive outlook for future travel plans, though these may be mired by prolonged rising costs and some sustainability concerns.

This report is based on a comprehensive survey of U.K., France, Germany, Italy and Spain consumers who traveled in 2023, along with those who planned to travel in 2024. It compares these European markets’ consumer trip-planning and purchasing behavior, including the impact of emerging technologies on the travel planning process, as well as their expectations and goals for travel looking forward.

Key questions answered include:

• What does the average traveler look like? How many trips do they take per year, where do they go, with whom, for how long, and how much do they spend?
• What resources - online and offline - do travelers use to research, plan and book their trips?
• How do preferences differ across age groups? 
• What influences the decisions travelers make about various elements (e.g., air, hotel and activities) of their trips?
• What role does social media play in consumers’ travel planning activities?
• What is the sentiment towards future travel? What changes, if any, do travelers intend to make regarding their future travel?

For more on the dynamic European consumer travel landscape, check out our Europe Consumer Travel Report 2024 Series, a collection of reports that delve into further detail on key European markets.